Communicating with the ethnic consumer
Subtitle: theoretical and practical perspectives
By: Barbara Mueller.
Publisher: Peter Lang
Published: 2007
Place of publication: New York
Language: eng
ISBN-13: 9780820481197
Subjects: Market segmentation -- United States; Minority consumers -- United States; Multiculturalism -- United States; Advertising -- United States; Business ethics -- United States
Notes: Includes bibliographical references and index.
Table of contents: title: The growth of multicultural markets; title: The multicultural consumer and the marketing mix; title: The influence of culture on marketing and advertising to multicultural consumers; title: Reaching Hispanic consumers; title: Reaching African American consumers; title: Reaching Asian American consumers; title: Advertising agencies and multicultural consumers; title: Ethics and social responsibility : selling to the multicultural consumer; title: Epilogue.